The entire-campaign was created in-house. On the web, the NYT ads will be spread across AdAge.com, Adweek.com, Brandweek.com, Mediaweek.com, Variety.com, WWD.com and Mediabistro.com. Offline, the paper will hold “coffee giveaways” at a number of unidentified New York ad agencies. Beginning in April, the campaign will appear on bus shelters, kiosks and newsstands in Manhattan.

SEE ALSO: Murdoch On WSJ’s NYC Edition: ‘Ready To Give NY Post Some Competition’—And One Unnamed Paper Too

The marketing push comes a few weeks after the WSJ began spreading word that it had signed extensive commitments from two NYT retail staples, Bloomingdale’s and Bergdorf Goodman, both of which have spent million on ads in the NYT over the years. While the NYT’s dominance over women and NYC-based readers is fairly safe for now, that could change if the WSJ successfully expands its general news coverage for the metro area. Still, there’s something to be said for the loyalty the NYT has built up among both readers and advertisers. So, although the NYT will probably maintain a healthy lead in the NYC market for a while, the WSJ’s is likely to make some quick, sharp inroads into areas that the NYT has traditionally had all to itself. Release